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Canada Beef begins Think Beef campaign

Canada Beef has begun an online campaign called "Think Beef," intended to raise awareness of the "taste, nutrition and goodness" of the meat. The effort, developed by Fifth Story, consists of online videos in English and French aimed primarily at new and expectant mothers. The executions provide information about Health Canada guidelines recommending that infants eat iron-rich foods like meats or iron-enriched cereals two or more times a day along with breast milk or formula beginning at six months of age.

The videos have been posted on the organization's social media pages and at <http://www.thinkbeef.ca> They also ran recently on screens in doctors' offices nationally. The campaign also features media personality Taylor Kaye, who will present a series of recipes and blog posts on her social media pages. The campaign will run until the spring of 2018.

"In order to let parents know about the dietary changes when feeding young children, awareness and education are needed," said Joyce Parslow, executive director at Canada Beef. "Many parents cook two meals to feed their families, but really they could simply prepare one meal and take the beef and cut it into strips or smaller pieces or mince it, adding some formula or breast milk to aid in food texture."